Posted by Elena del Valle on November 7, 2007
Karyme Lozano, Valentino Lanus, Elizabeth Alvarez, and Carlos de la Mota, some of the 2007 Fama Magazine awards winners
Photo: Fama Magazine
Miami based Fama Magazine recognized 17 Latino artists during this year’s Fama Awards. The honorees were selected by the magazine’s readers and had to be present to win. More than 700 party goers and 100 celebrities attended this year’s Fama Awards in South Beach, Florida. The Fama Awards are designed to “rescue the value and the idea of awarding in general, to honor achievement.”
“All the awards in the U.S. Hispanic market are for music and usually only for one network; Univision will not mention the Billboards Awards and Telemundo will do the same with Premio lo Nuestro. The award like Premios TVNovela is only for the novelas in Televisa,” said Al Vazquez, owner, Fama Magazine.
Each Fama Award is cast in bronze and weighs six pounds
The most representative of TV’s continuing drama presentations, music, cinema and entertainment, according to Fama Magazine readers were: Cachao, Golden Lifetime Achievement; Christian Meier, Best Actor, TV Drama; Elizabeth Alvarez. The Best Actress, TV Drama; Elluz Peraza, “Toda una vida” Fama Award; Héctor Suárez, “Toda una vida” Fama Award; Karyme Lozano, The Best Actress TV Drama; Mauricio Zeilic, Outstanding Communicator Fama Award; María Elena Salinas, TV Journalist of the year Fama Award; Miguel Varoni, Best Actor Cinema Fama Award; Natalia Streignard, Best Actress International TV Drama Fama Award.
Also recognized were Osvaldo Rios, Best Actor Fama Award; Sergio Sendel, Best Actor in the role of a villain Fama Award; Fama Recognition for Alfonso de Anda Best Presentor Special Events for TV; Fama Recognition for Arap Bethke for Best young actor; Fama Recognition for Candela Ferro, Best Presenter TV; Fama Recognition for Carlos de la Mota; Fama Recognition for Felipe Viel; and Fama Recognition for Marger.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Previous Fama Awards recipients include Celia Cruz, Don Francisco, La India, José José, Kate del Castillo, Guy Eckerd, Vico C, Adamaris López, Ariel López Padilla, Marlene Favela, Walter Mercado, Itatí Cantoral, Gabriela Spanic, Mario Cimarro, and Charytín Goyco.Fama Magazine was first published in 1997 under the title Osmus.
In 1991, the magazine was restructured and renamed to Fama (Spanish for fame). About 70 percent of the magazine’s readers are women with a median age of 34. According to a company spokesperson, Fama Magazine has a national verified circulation of 150,000 with half sold to subscribers and the remainder sold at newsstands. The online edition has two million page hits per months.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
Click here for your free copy of Emotional Branding
Posted by Elena del Valle on November 6, 2007
Click on image to enlarge
Interaction between diverse groups of ethnic students may influence students’ attitudes and perhaps future behavior. How desegregated are public schools today? A recent analysis of 93,845 public school enrollment data by the Pew Hispanic Center revealed some interesting findings. The Center examined ethnic make up in public schools between 1993-94 and 2005-06 and discovered that while non Hispanic white students were less isolated from minority students black and Hispanic students became a little more isolated from non Hispanic white students.
The apparently contradictory statement can be explained, according to Rick Fry, a senior research associate at the Pew Hispanic Center and the author of the analysis, by looking at the overall demographic trends affecting schools during those years and how they affected the system. The report concludes that in nearly every state non Hispanic white students became more exposed to minority students since 1993-94. At the same time, in many states minority students are less exposed to non Hispanic white students.
His review indicates an increase of Hispanics in the public school system greater than 55 percent. In 2005-06, Latin students represented almost one fifth (19.8 percent) of public school students compared to 12.7 percent twelve years earlier.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
Because non Hispanic whites represent a lesser percent of students in public schools than in the past, they are more likely to come in contact with minority students. While in 1993-94, 34 percent of non Hispanic white students attended a nearly all-white school (according to the Pew report “nearly all-white” meant a school with less than 5 percent non-white students); by 2005-06, only 21 percent of non Hispanic white students was attending a nearly all-white school.
Today, minority students are less likely to be exposed to non Hispanic white students than in previous years. In 2005-06, 29 percent of Hispanic and 31 percent of black students attended nearly all-minority schools (Pew defines a “nearly all-minority” school as one in which fewer than 5 percent of the students are non Hispanic white). In 1993-94, 25 percent of Hispanic students and 28 percent of black students attended all-minority schools.
The researchers based their findings on data from the U.S. Department of Education Common Core of Data (CCD) Public School Universe Survey. The Pew Hispanic Center, an initiative of the Pew Research Center, is a non-partisan, non-advocacy research organization based in Washington, D.C. The Pew Hispanic Center is funded by The Pew Charitable Trusts.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competion with “Hispanic Projections”
Posted by Elena del Valle on November 5, 2007
“Loteria Beats Mixtape, Vol. 1” album cover
Photo, song: Nacional Records
Raul Campos, host of “Nocturna” show on Santa Monica public radio station KCRW, just released “Loteria Beats Mixtape, Vol. 1,” one of the first of its kind in this genre with the flow of a mixtape; well known electronic acts like Nortec Collective (Tijuana), The Pinker Tones (Barcelona), Pacha Massive (The Bronx) and Mexican Institute of Sound (Mexico City); rare remixes of the work of Thievery Corporation, David Byrne and Sergio Mendes; and up-and-comers Cuarto Poder, Los Rumbers, and Choc Quib Town.
The new album tracks include DJ Bitman, Shine; Nortec Collective, Olvidela Compa (Rosco Remix);Los Rumbers, Como Mi Ritmo No Hay Dos; Pacha Massive, Don’t Let Go; Cuarto Poder, Arenita Playita; Papashanty, Roots; Choc Quib Town, Somos Pacificos; Brothers Behind the Light with SBL, If You Wanna Be Yourself (ESJK Remix); Thievery Corporation, Exilio (Rewound by Thievery Corporation); Stolen Identity, Playa De Musica; David Byrne, Like Humans Do (Los Amigos Invisibles Remix); Sergio Mendes feat. Black Eyed Peas, Mas Que Nada (Masters at Work Remix); The Pinker Tones, Aonido Total (The Million Guitar Remix); Digi & Gabo, Color; Mexican Institute of Sound, Cha Cha Cha; and Territorio Comanche, Cumbian Dub.
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Campos, a native Angelino, is a tastemaker DJ and host of the annual Latin Alternative Music Conference for the second year in a row. He also hosts Saturday night’s mega-mixes for Power Tools on Power 106 FM, one of the longest running underground mix shows in Los Angeles. Campos has also opened for musical acts including Stevie Wonder, Martin Gore of Depeche Mode, Sheila E, Supreme Beings of Leisure and Lionel Richie.
To listen to the single “Olvidela Compa” (Rosco Remix) by Nortec Collective from the Raul Campos “Loteria Beats Mixtape Vol. 1″ album click on the play button below.
Click the button to hear the song:
Posted by Elena del Valle on November 2, 2007
Duck and Lulu t-shirts
Photos: Palomita
Mexican entrepreneur, Molly Robbins and her company LicenZing LLC, launched Palomita, a new junior and girls fashion brand for Hispanics at the Magic show in Las Vegas earlier this year. Robbins secured exclusive rights to use trademarks and vintage art from various Latino companies, including the logos and characters, for to junior and girls apparel. Relying on nostalgic art from Latin America, the brand is designed to appeal to Hispanic women of all ages, an underserved market segment, with the company motto “Por fin una marca para ti” (Finally a brand for you).
Molly Robbins, Palomita founder
Based in San Rafael, California, Palomita features designs from fruit drinks of Pascual Boing, clothing detergents Zote and Roma, Topo Gigio the puppet mouse, and pastries from Bimbo. The items are manufactured by Wish Licensing in Central America of cotton and rayon mix, and some in 100 percent cotton.
“We have also focused on the strength of the social media; we have a My Space, work with blogs, and an array of Latino news web sites. We participate in events such as the Miss Universe Pageant, MTV Latino Awards 2007, Tri City pageant etc.,” said a company spokesperson about Palomita’s promotional efforts. “We have worked with radio stations such as Bloomberg news and local 1010 am radio; we also work with Latino news papers nationwide; finally we have strategically placed ads in magazines nationwide. We are where Latinos are, everywhere.”
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
Click here for your free copy of Emotional Branding
The company website offers t-shirts, pajamas ($20) and market bags ($24) for sale. Palomita clothes are available at JCPenney, Sears Mexico and online. Mervyns and Wal-Mart are considering carrying the Palomita line.
A line with masculine designs and products from cement companies, tire manufacturers, beverage and confection makers, Chucho, will be launched early next year. The initial launch will have 10 to 15 designs in an assortment of colors for buyers to choose from.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
Posted by Elena del Valle on November 1, 2007
Click on image to enlarge
Photos: FindRelativesInMexico.com
Since it was established 18 months ago, Chula Vista, California based FindRelativesInMexico.com has worked with 3,000 United States residents wanting to make contact with relatives in Mexico. Founded and owned by Richard Villasana, the website business relies on staff in the United States and Mexico. FindRelativesInMexico.com has worked with attorneys for child custody cases with a parent living in Mexico, foster agencies, and child services from around the country.
Since the website was redesigned recently by Juan Carlos Garcia, a Mexican graphic artist, there has been an increase in visitors from Mexico of more than 300 percent. The site is so popular with Spanish speakers a Spanish language version of the website is in the works.
“Soon, clients will be able to present their information, have it evaluated and be presented with the service that best fits their research level of ease or difficulty for under $40. We have taken our experience from working with over 3,000 clients and are preparing to launch a new system that will walk clients through the research process,” said Villasana.
Richard Villasana, owner, FindRelativesInMexico.com
“One of the greatest challenges facing people is not knowing what information they must have and then how to apply it. With the new system clients will only spend about ten minutes entering needed information compared to non-clients who spend months, even years searching with no guidance and no results. Clients will know the probability of successfully finding a person. For clients with complex issues, they will get the professional consulting needed to be reunited with someone in Mexico.”
Services range from $127 to $257 depending on the information clients provide on the person they want to find. The company researches records in Mexico to identify the person or a relative. Research varies from each case although most require access to government records that are not digitized. Average time for a search is about two weeks.
According to Villasana, finding a relative may be the key to locating a particular person. Relatives are often able to provide missing information on the person sought, especially in cases where the person has moved to another part of Mexico. Villasana is a professional speaker and president of The Mexico Guru. He authored The Insider’s Guide to Doing Business in Mexico.
“Search Engine Marketing to Hispanics” audio recording
Presenter Matias Perel, founder and president, Latin3
Find out about
- The 16 million Latino online users
- Types of online access among Hispanics
- Latino online user language preferences
- What they do online
- Usage by age
- Income levels among Hispanics who visit the Internet
- Internet use by Hispanics
Click here for information on “Search Engine Marketing to Hispanics”
Posted by Elena del Valle on October 31, 2007
October/November 2007 Ser Padres cover
Photos: Meredith Corporation
Meredith Corporation will merge Healthy Kids en Español and Ser Padres, a parenting publication, to create one of the largest Spanish-language consumer magazines in the United States targeting Latino parents. The revamped free magazine, Ser Padres, will be published eight times a year with a circulation of 700,000. The February/March re-launched issue of Ser Padres, featuring a fresh look and new logo, will be available January 11, 2008.
Ruth Gaviria, executive director, Meredith Hispanic Ventures
“Ser Padres was first-to-market in the Hispanic parenting space and has been a trusted resource for more than 17 years,” said Ruth Gaviria, executive director of Meredith Hispanic Ventures. “Now, we are growing the brand and offering a superior publication to readers and advertisers. Readers will get more culturally-relevant editorial that focuses on the well-being of the Hispanic family, including finances, health, family activities and meal planning.”
The new Ser Padres promises concise articles for the multi-tasking parent, new sections on home décor, women’s health, pregnancy news and shopping guides. The magazine will also include articles on cultural heritage, values and education and signature sections like “Profile of a Hispanic Mom.”
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
Click here for your free copy of Emotional Branding
Ser Padres staff hope to encourage reader interaction with sections like “My Favorite Photo,” where parents are invited to submit family shots that may be considered for inclusion in a future issue of the magazine. Ser Padres is expected to feature a new look with more sophisticated visuals and photographs taken shot outside of the studio.
McDonald’s, Clorox, Fisher Price, Publix and the Milk Processor Education Program (PEP) plan to advertise in 2008. Meredith launched Ser Padres in the fall of 1990 as an off-shoot of Parents magazine. The magazine is distributed via pediatrician and gynecology offices.
Alberto Oliva, editor-in-chief, Ser Padres
“We’ll be able to get to know our reader better and deliver even more information to help her raise healthy and happy kids,” said Alberto Oliva, editor-in-chief, Ser Padres. “I’m excited for the next phase of Ser Padres.”
Meredith Corporation is a leading media and marketing company with businesses centering on magazine and book publishing, television broadcasting, integrated marketing and interactive media. The Meredith Publishing Group features 25 subscription magazines and publishes 180 special interest publications under 80 titles. Meredith has more than 400 books in print and owns 13 television stations.
Additionally, Meredith has an online presence that includes more than 40 websites and two broadband channels, Better.tv and Parents.tv. Meredith has a consumer database of 85 million names available for magazine and television marketing and advertising campaigns. Meredith publishes three other Spanish language magazines, Espera, with a circulation of 375,000 and 12 Meses with a circulation of 300,000, published twice a year; and Siempre Mujer, a bi-monthly magazine for Hispanic women. Siempre Mujer averages 115 pages and has a circulation of 400,000. It is available in newsstands and by subscription.
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Click for information on “Marketing to New Hispanic Moms – a case study”
Comments:
Filed Under: Media
Posted by Elena del Valle on October 30, 2007
Ana Ondina Martínez, co-chair, IBM La Familia Technology Week
Photo: IBM
During IBM’s recent seventh annual La Familia Technology Week, the company reached out to Hispanic business owners with a free toolkit for small businesses promoted to spur economic development and job growth. La Familia Technology Week is a national public awareness campaign designed to inform Hispanics of the value of science and technology to access educational, employment and entrepreneurial resources.
As part of the program, IBM planned to expand its ¡TradúceloAhora! grant program to over 200 schools and non-profit organization in North America and Latin America. The idea behind the program is to enhance communication between Spanish-only speaking families and school and other officials who speak English. IBM also planned to donate Reading Companion, an interactive web-based technology designed to improve literacy skills, to Hispanic populations.
IBM is a presenting sponsor of the program along with Career Communications Group. The company plans to feature the Small Business Toolkit, ¡TradúceloAhora! and Reading Companion at dozens of La Familia workshops, cyber cafes and technology open houses at schools, universities churches, community organizations, and science centers across the United States.
“IBM’s involvement in La Familia reflects the company’s commitment to the communities in which it does business,” said Ana Ondina Martinez, territory director, Small Medium Business, IBM and a La Familia Technology Week co-chair. “We want to make sure that Hispanic youth have the skills they need to excel as students and to hopefully, join the next generation of innovators, scientists and engineers. We want more Hispanic entrepreneurs to have tools that will help them manage and grow successful firms that will help fuel our economy. We want to make it easier for Spanish-only speaking adults and seniors to access career opportunities and vital services. For this to be a truly collaborative society, everyone must be able to contribute. La Familia is like an engraved invitation encouraging members of Hispanic communities to come, see and find their place in the Digital Age.”
IBM launched the new Small Business Toolkit in July 2007 with the International Finance Corporation, the private sector arm of the World Bank. It is a free online portal developed to provide small business owners in the U.S. and emerging markets around the world business information, tools and training services usually reserved for Fortune 1000 Companies.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here to buy “Best in Class Hispanic Strategies” audio recording
Small Business Administration information indicates there are nearly 2 million Hispanic-owned businesses in the U.S. and there may be 3.2 million by 2010. The Small Business Toolkit is meant to help businesses grow by providing them information useful in implementing sustainable business practices in financing, accounting, international business, marketing, legal matters and human resources. It was also designed to provide an online forum with on-line conferencing, blog capability, group calendars, survey builders, and a multilingual business directory.
According to promotional materials, leveraging an enhanced version of IBM’s WebSphere technology, ¡TradúceloAhora! is designed to bridge the communications gap between Spanish and English. ¡TradúceloAhora! translates e-mails bi-directionally (English-to-Spanish and Spanish-to-English). It also translates websites automatically from English to Spanish, enabling Spanish-only speaking families to communicate with English speaking officials at their children’s schools and access information about employment opportunities and key services.
Another tool, Reading Companion, was developed by IBM researchers in partnership with teachers in IBM partner schools and not-for-profit organizations. It uses speech-recognition technology that “listens” and provides individualized feedback to the user, enabling readers to practice their pronunciation as they acquire reading skills. IBM established a $2 million grant to donate Reading Companion to more than 220 schools and nonprofit organizations around the world. There was no information available on the number expected to reach U.S. Hispanics.
“IBM’s focus is business to business versus selling to consumers, hence it does not track its clients by ethnicity. Recognizing, however, that U.S. Hispanic purchasing power is roughly $700 billion and that companies owned by Hispanics are one of the nation’s fastest growing business segments, IBM recognizes that Hispanic owned businesses are strategic clients that are key to the company’s growth,” said Ondina Martinez. “In 1997, IBM established the Market Development Group to ensure that businesses owned by Hispanics and other constituent groups recognize that IBM wants to partner with them, and that they understand how technology can help them manager and grow their businesses. La Familia Technology Week falls under the auspices of IBM global Workforce Diversity and Corporate Citizenship & Corporate Affairs.”
According to the IBM website, in 2006 IBM’s annual revenue was $91.4 billion with a net income of $9.4 billion and total assets of $103.2 billion. There were 133,973 employees in the United States of which 5,609 were Hispanic. In 2005, the Hispanic Association on Corporate Responsibility ranked IBM the number one Fortune 100 company for Hispanics.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competion with “Hispanic Projections”
Posted by Elena del Valle on October 29, 2007
Marisa Rivera-Albert, president, National Hispana Leadership Institute
Photo: National Hispana Leadership Institute
A podcast interview with Marisa Rivera-Albert, president, National Hispana Leadership Institute is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Marisa discusses the National Hispana Leadership Institute with Elena del Valle, host of the HispanicMPR.com podcast.
Marisa dedicates her time to fulfilling the mission of the National Hispana Leadership Institute (NHLI), a non-profit organization dedicated to the education and leadership development of Hispanic women. NHLI’s mission is “to develop Hispanas as ethical world leaders through training, professional development, relationship building and community and world activism.
Prior to becoming president of the Institute, Marisa was vice president of Development for the organization. She has over 26 years of combined educational, leadership development, consulting, international and community development experience. Before working at NHLI, Marisa was special assistant to the president for Diversity and Community Relations at Black Hawk College in Illinois. She also worked for seven years at Western Illinois University managing the Hispanic Program for Educational Advancement and the Learning To Lead Program for Hispanic students.
Marisa is originally from San Juan, Puerto Rico. She has a B.A. in Communications from American University and a Master’s degree in Education Administration from Western Illinois University. She is also a graduate of the Harvard University JFK School of Government Executive Program, the Center for Creative Leadership Institute, the Gallup Leadership Institute, the Harvard Business Executive Program on Corporate Governance and the Mexican American Solidarity Foundation.
She is the recipient of the Cesar Chavez Community Service Award by the U.S. Hispanic Leadership Institute, a Huesped Ilustre Medal recipient from the city of Ayacucho, Peru, The Women Helping Women Award by the Hispanic Professional Women’s Association, the Trailblazer Award by Latina Style Magazine, the Global Impact Leadership Award from the Hispanic Women’s Corporation, the Superior Honor Award from the State Department, the Administrative Excellence In Promoting Multiculturalism Award from Western Illinois University, and the Illumination Award from the City Club of the Quad Cities. She has been featured in Hispanic Magazine, the Woman MBA Magazine, “Hispanics Today,” Lifetime Television for Women, Champions of Change, LatinaStyle magazine, and Monster.com.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Marisa Rivera-Albert,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the October 2007 section of the podcast archive.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
Click here for details on “Best in Class Hispanic Strategies”
Click the button to hear the podcast:
Posted by Elena del Valle on October 26, 2007
Beyond Translation cover
Photo: Moving Target Research Group
In her soon to be released book, Beyond Translation The Marketer’s Field Guide to Understanding Today’s Transcultural Consumer, Valerie Romley, chief research officer of Moving Target Research Group, promises readers insights and strategy for marketers to connect with consumers of the top three emerging majorities in the United States, Hispanic, Pacific-Asian and Asian-Indian markets.
The 242-page book, published by Moving Target Press, will be available online and in print October 29, 2007. Marketing professionals are invited to download a copy free at the company website. The general public can purchase a paperback copy for $24.95.
According to promotional materials, it is designed as a guide for marketers seeking to understand who, what, how and why consumers respond to marketing strategies. The author focuses on insights on culture and context that simultaneously drive conflicting behavior and prevent effective communication across cultures. She dedicates about half of the book to Hispanic market issues.
“Asian-Americans, Hispanic-Americans, Asian-Indian Americans are blurring the traditional symbols of ethnicity based on race, language, country-of-origin and culture,” said Romley. “They are rapidly evolving and challenging the definition of ‘ethnic’ or ‘multicultural’ marketing. The book goes beyond the language of debate, beyond ‘in-culture marketing,’ beyond the repurposed marketing clichés and gives marketers the tools necessary to understand the drivers behind behavior, so that they can develop relevant and effective connections that resonate with the core of today’s transcultural consumer.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here to buy “Best in Class Hispanic Strategies” audio recording
In the book, she also illustrates marketers’ most common key failures and their effects on communication breakdowns. The field guide offers seven steps to help readers crack the multicultural code and connect with transcultural consumers.
Romley, founder of Moving Target Research Group, specializes in general and transcultural markets with consumer research and fieldwork. She describes Experiential Research as proprietary methodology that combines the cultural intelligence, contextual research, influencer and experiential marketing to connect brands with their target markets. Moving Target Research Group is a global brand research consultancy.
Click here to purchase Beyond Translation; The Marketer’s Field Guide to Understanding Today’s Transcultural Consumer
Comments:
Filed Under: Books
Posted by Elena del Valle on October 25, 2007
A scene from the new commercial
Photo and video: Bromley Communications
Reynolds Wrap Aluminum Foil recently began airing Spanish language television and radio ads in the United States, Puerto Rico, Mexico and Panama, part of a campaign scheduled to run from October to December of this year. In the United States, the ads will be broadcast in Houston, Los Angeles and Miami during the initial launch stage. Scroll down to watch the ad video.
Produced by Bromley Communications, the focus of the 15 and 30 second television ads and 60 second radio ads is on the strength of the foil. Because the foil is stronger than other brands, the ad argues, it means the lady of the house will use less and save money. The ads feature examples of occasions where “only Reynolds Wrap will do.”
“We had faith that Bromley hit the nail on the head with this strategy,” said Charles Kinsolving, senior brand manager, Reynolds Wrap. “Over the last few years the agency has provided outstanding guidance in the Hispanic marketing area, as evidenced in this new campaign.”
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
Click here for your free copy of Emotional Branding
Luisa Donis, group account director, Bromley Communications
“The underlying insights that are captured in this work are universal for Hispanics and Latin Americans, which is why the spots work beautifully in regions that are so diverse,” said Luisa Donis, group account director at Bromley Communications. “Our creative team understood the high value that Latin households have for everything related to their kitchen, meals and food safety and that comes across in the work.”
Since 2006, Bromley Communications has been the Hispanic agency of record for Alcoa Consumer Products, makers of Reynolds Wrap Aluminum Foil. Ron Landreth, group creative director at Bromley, was responsible for the concept and execution of the campaign. Ignacio Guzman was the associate creative director and Magaly Chocano was producer in charge supervising Milagro Films, an independent production company.
Headquartered are in San Antonio, Texas, Bromley Communications is a full-service integrated communications agency offering advertising, public relations and promotions services targeted to the Hispanic consumer. AstraZeneca, Procter & Gamble, Burger King, The National Pork Board, Payless ShoeSource, Coors, General Mills, and Nestlé USA are Bromley Communications clients.
Alcoa Consumer Products, a business of Alcoa Inc., is a leader in the consumer packaged goods industry, supplying foil, film and paper products to the retail and foodservice sectors. No information was available on Reynolds’ Hispanic market penetration. Other Reynolds Consumer Products include Reynolds Wrap Aluminum Foil, Reynolds Plastic Wrap and Reynolds Cut-Rite Wax Paper.
Click on the play button to watch the Reynold’s Wrap ad Piénsalo:
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here to buy “Best in Class Hispanic Strategies” audio recording
